Why aren’t they at the rodeo?
Where do they go instead?
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Everyone loves the rodeo, in theory. We set out to find out why they didn’t have the rodeo in their calendars.
The three main reasons we found from doing interviews was concern for the welfare of the animals, the lack of awareness that a rodeo was happening, and the negative perception of the type of crowd at a rodeo - they didn’t feel they would fit in.
Who is this group that would go under better circumstances? We called them the Weekend Trailblazers - they love being with friends and experiencing the fun of life with them. This is all done with discretion, of course, because they are thrifty and practical, with an intentional splurge every now and then.
The simple truth is they prioritize having fun with their friends over almost every solo or frugal activity.
And this rodeo is not only a place to gather, but an event to remember. Weekend Trailblazers can engage with spectacle and an awakening to their all of their 5 senses. Whether it’s watching the dangerous sport, smelling the sweet sweet stench of the animals, or hearing the energy of the crowd, the Utah Days of ‘47 Rodeo will leave you with a a cultural core memory.
Through multiple different methods of bringing the rodeo to the Weekend Trailblazers they can get a sense of what it’s about. We can bring the real cowboys/girls riding horses to different college campuses across Utah to give them just a sample of what they can expect at the rodeo.
Give them the day-in-a-life content of the stars in the rodeo to let them see how their lives compare.
Strategy Statement - The Utah Days of ‘47 Rodeo rolls out a rowdy, immersive experience for the Weekend Trailblazers who wouldn’t miss a good time with friends.
Stats
- 40 people interviewed, 50% knew of the local rodeo
- 15% of Gen Z Adults prioritized spending fun money on live events.
Quotes
- “We’re working with a college student budget here”
“Risk is what engages a crowd.”
“Rodeos are a win/win for everyone involved. Those who would never go end up loving it. And those who go every time have the time of their life.”